New York SBDC Research Network

From My Company Works There are many moving parts and action items to think about when changing a company name. From choosing the name, to filing the business name change with the IRS (or whatever your national tax authority is), articles of Amendment with the state (each state you operate in and with every agency you’re licensed with) or filing a DBA name change (if you are organized as a partnership or sole proprietor). We recently went through all of this with our recent name change so now I’d like to guide everyone with a business name change checklist to review and consider. Below we’ll review if you really need to change your name (or if you’re just thinking about changing your name), how to do the basic rebranding process and finally the checklist of action items. I want to emphasize that while you, as the business owner, probably think the name of your company is very important, your client likely doesn’t give it much consideration at all (as long as it’s not inappropriat

The authors of Made to Stick: Why Some Ideas Survive and Other Die and Switch: How to Change Things When Change is Hard have made some related resources available on their website heathbrothers.com . Free with registration, the tools available here are probably most useful if you have read the corresponding book(s), but are helpful even without that additional context. There is a framework and first chapter available for each title, plus a podcast series, a guide for creating successful (“sticky”) presentations, and more. (Tip o the hat to hillsearch.org)

I was thinking about changing minds. How difficult it is to do. To change one's own mind or another's. From the point of view of an individual but also from that of a company or a brand - once a person has made up their mind about something, it almost doesn't matter what they hear or see. It seems that lack of perception is reality. If a person is not looking for new information, they are only picking up on the elements in a person or product that agrees with their established opinion. All other information is weeded out so that the image agrees with the bias. We can see that in the political process, in the media; once a point of view has been repeated a few times, it solidifies in the mind and is intractable. They say the key to changing someone's mind is to acknowledge and understand their point of view and then slowly point them to another option, and repeat. Changing Minds: The Great Resistance Branding Strategy Insider Posted by Jack Trout November 12, 2007 Atta